Poll Surveys in Media: An Indian Perspective

N. Bhaskara Rao is a well known pioneer in communication research and futuristic studies. As chief of the Operations Research Group, he took a leading part in initiating the National Readership Survey and interpreted the implications of their findings. He is now chairman of the Centre for Media Studies. Its high competence in survey research has become established after the remarkably accurate prediction of election results, and assessment of public opinion, in certain States through studies sponsored by Frontline magazine.